TEKST: 27 2025 - number 4 - promzvak.nl 26 8 “It’s actually quite strange,” Marc begins. “Everyone knows BIC. But when it comes to promotional products, people forget we’re in that area too. Even though we’ve been printing logos on pens since 1969.” BIC Graphic originally started as a service division within the global BIC concern and has since grown into a serious player in the market for promotional writing instruments. From its large factory in Tarragona, the brand produces and prints millions of pens and lighters every year. That European production is essential. “In these times of geopolitical uncertainty and disrupted supply chains, producing in Europe is a huge advantage. It allows us to act quickly — even when customers suddenly change their order volumes or models. That kind of flexibility is in our DNA.” The power of the brand According to Marc, the value of a strong brand is more important than ever specifically in uncertain economic times. “Customers seek certainty. When you choose a brand like BIC, you know exactly what you’re getting: quality, reliability, and sustainability. That’s something you project to your end user as well — and that’s worth gold.” BIC doesn’t believe in throwaway gadgets that end up When you hear the word “BIC,” you probably think of ballpoint pens. Or lighters. Or razor blades. All around the world, those three letters stand for reliability, simplicity, and recognizability. But the fact that BIC is also active in the promotional market? Very few people know that. Time to change that. We travelled to Tarragona, Spain, where Marc Rugi, General Manager of BIC Graphic, updated us on sustainable pens, brand value, and the pursuit of quality that goes far beyond just a logo. MORE THAN A NAME, A PROMISE BIC GRAPHIC: in the trash after a trade show. “A promotional product should be functional, long-lasting, and an extension of your brand — not a gimmick, but a communication tool.” From ballpoint to design object BIC Graphic is never content with the status quo. That’s clear from the many innovations the brand continues to introduce. A recent example is a new decoration technique for the iconic BIC® Cristal pen — one that preserves the transparency of the plastic. “It took years to make this technically possible,” Marc laughs. “But now that pen is even sold in the gift shop of the Eiffel Tower.” Even the famous 4-colour pen gets a fresh update every year — with new finishes like metallics, pastels — you name it. Just like with the latest iPhones. “It’s that mix of nostalgia and innovation that really resonates with people.” In addition to colour and design, BIC also focuses on user comfort and reusability. Many models are refillable by design and made with high-resistance plastic. “A pen that breaks after two days isn’t sustainable — and damages your brand image.” Uncompromising quality At BIC, quality always comes first — not just in the final product but throughout the entire chain, from sourcing to packaging. Marc explains: “Sure, we can say this pen is made of recycled plastic. But what plastic? Where is it from? Can we trace it? Is the quality guaranteed? Will the specs hold after processing?” That’s why BIC Graphic only works with certified suppliers, all processes are audited internally and externally, and a dedicated team oversees legal and regulatory compliance. “We don’t make claims we can’t back up. Transparency isn’t a marketing trick for us — it’s a responsibility.” BIC Graphic only introduces innovations when they’re fully ready. “A biodegradable pen sounds great, but if it writes poorly or leaks, it harms your brand. We prefer to wait until both the product and the story are right.” Sustainability: more than just a bamboo pen Speaking of sustainability — BIC has been leading the way for decades. “Our Cristal pen has been redesigned dozens of times over the past 75 years to use as little material as possible,” Marc shares. “And we published our first sustainability report back in 2004.” Today, the company works with CO2 meters, recycling systems, and solar panels on its factories — and it has clear sustainability goals for 2025 and 2030. But BIC’s sustainability efforts go beyond the product alone. “It’s about the full picture: social responsibility, working conditions, packaging, logistics. A bamboo pen isn’t necessarily more sustainable if you look at the whole supply chain.” One great example is BIC’s custom recycling machine that they developed for used lighters. “It took seven years to develop. But now we can separate, recycle, or reuse the parts ourselves. That technology is one-of-a-kind in the world.” A partner for the distributors BIC Graphic works exclusively with distributors and places great value on those partnerships. “The role of the distributor is changing. They need to understand everything about sustainability, compliance, decoration options, and IT. It’s our job to support them in that.” That’s why BIC Graphic developed tools like media kits, mock-up systems, and online platforms that allow distributors to work independently. “We want to make life easier for distributors. The market is already complex enough.” BIC Graphic also offers training sessions, webinars, and technical support. “Distributors are increasingly getting questions from critical end clients. It’s helpful when your supplier provides not just products, but also knowledge and documentation.” The BIC Graphic customer service team is a world of its own — speaking dozens of languages, always in the customer’s BY PETER VAN GESTEL
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